Are you training your customers to ask, “When does this go on sale?”
Today’s Monday Morning Marketing Quote discusses the pitfalls of limited-time offers and comes from my partner, Roy H. Williams and his book, Magical Worlds of the Wizard of Ads: Tools and Techniques for Profitable Persuasion.
“Yes, limited-time offers, when they work, cause people to take action immediately. The downside is that limited-time offers don’t work better and better as time goes by. In truth, the work worse and worse. When an advertiser makes a limited-time offer, the only thing that goes into long-term memory is “This advertiser makes limited-time offers.” In essence, that advertiser is training his customers to ask, “When does this go on sale?” – Roy H. Williams